The advertising text should be like the cry of the herald in the ancient square - short and loud. The longer the text, the larger the advertising budget and the less effective the advertising.
The copywriter works with the most expensive word, the advertising text does not tolerate fine literature, poetry, philosophy, verbiage. Conciseness and accuracy of hitting - this is the main task of a copywriter in the logic of presentation. All unnecessary is cut off!
The main difference between the language of advertising is that it is spoken with a specific consumer, addressing thousands of different people at the same time. All these people have different degrees of education, different (sometimes opposite psychotypes, temperament, warehouse of the nervous system. Therefore, advertising should be average, covering the largest number of participants. The best advertising projects form a fashion for any particular product, brand, and fashion, according to apt According to V. Nabokov's definition, there is a “triumph of mediocrity.” A fashionable selling trend is always the middle, precise manipulation by the majority.
The tonality of the advertising language should inspire confidence, the style should be close to the spoken (by types of target audiences). To be able to combine different styles in one ad copy using a minimum of techniques is a great art. At the same time, any attempts to "become their own in the board", flirting with the consumer through the use of slang expressions, vulgarisms give the opposite effect in 99% of cases. Today Russian advertising is sinning with this technique, trying to shock the public with cheap tricks.
So, for example, you can cite an advertisement for a well-known hypermarket of household appliances, where a vacuum cleaner was placed on a billboard, its technical characteristics, a discount price, a brand of a hypermarket and a huge vulgar slogan: "Suck for a penny!" Also would-be copywriters advertised a new cottage village near Moscow, where a minimum of information about the object itself was accompanied by an absurd subtitle: "A pine tree as a gift!"
The tone of the advertising language is the confidential tone of the conversation between the seller and the buyer, in which there is content, respect for the potential client, where the maximum of facts is stated in a small number of words. It should not contain cheap vulgarities, clichés, pompousness, bragging, inappropriate allusions, slang cliches, superlatives. Attracting a client with a catchy headline that has nothing to do with the offered product, using shocking euphemisms, and sometimes even hidden profanity, is the height of stupidity in advertising.
Ogilvy wrote: "For the buyer, first of all, all information about the product is important, and to think that a couple of empty adjectives and a flashy slogan will convince him to buy something is insulting to that buyer himself." It is also offensive to think of the majority, considering it an uncultured, ill-mannered, senseless crowd.